Pet Care in Finland

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Executive Summary

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Growth pushing through despite a poor economic performance

Despite the economic challenges Finland was facing, the category of pet care in 2016 looked set to post current value growth, although at a lower rate than was registered earlier in the review period. It should be pointed out, however, that maintaining growth was challenging and achieved through a great deal of effort, as manufacturers faced the challenge of maturity in addition to that of restricted consumer purchasing powers.

Pets deserve the best, if owners can afford it

Several ongoing trends were impacting the performance of consumer care products in Finland in 2016. While a proportion of Finnish consumers facing economic instability appreciated more-affordable private label products, which allowed them to save money, the remaining pet owners were drawn to premium brands that promised value-added features, higher-quality ingredients, health and wellness benefits and tailor-made diets according to breed, species, age, lifestyle and health conditions. As a result, as the premiumisation and humanisation trends remained strong, an increasing number of Finnish pets were offered the best possible food and being pampered by their owners who consider them as family members.

Online and social media marketing grow vigorously

Competition remained fierce in 2015 and company strategies needed to be carefully considered. Players attempted to maintain and increase their retail value shares, and in addition to new product launches and traditional advertising, companies moved their marketing to the internet, in particular to social media. The popularity of social media allowed companies to receive greater visibility more quickly, encounter new customers and have more direct contact with customers. Monitoring consumer trends, demands and receiving customer feedback was valuable when staying ahead of the game.

Distribution channels compete over sales

Distribution shares within Finnish pet care continued to shift in 2015, reshaping the competitive landscape. As the Musti ja Mirri pet shop chain continued to expand and win over consumers, small independent outlets in particular were left fighting for their livelihoods. Chains offered the best selections, appealing through customer loyalty programmes, operating in strategically good locations and investing in a great deal in advertising, such as sending out promotional newsletters. Internet retailing continued to carve out a larger value share too, as price-conscious Finnish pet owners liked comparing prices and taking advantage of the special offers that could easily be encountered online. In addition, consumers appreciated the fact that especially heavy value-for-money pet food packages were conveniently delivered to their doorstep.

Healthy growth predicted

Pet care is expected to record healthy growth at constant 2016 prices over the forecast period. Indeed, Finnish pet owners are expected to invest in their own standard of living and the health and wellness of their pets by offering them more premium food and pampering them with treats and toys, as well as paying attention to other products such as equipment and accessories. Nonetheless, the category of pet care also faces the challenge of increasing maturity.

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